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Playing Smart: Navigating Entrepreneurial Marketing through an indirect audience

Fransson, Johanna LU and Karlsson, Wilma LU (2014) ENTN19 20241
Department of Business Administration
Abstract
This study explores entrepreneurial marketing (EM) and resource based view (RBV) in the context of indirect customer relationship creation in the children's products industry, specifically focusing on how firms navigate regulated markets. Through qualitative, in-depth interviews with business actors, the research has unearthed strategies companies employ to ethically and effectively engage an indirect audience, primarily through children's parents. The findings suggest a new dimension of EM: indirect relationship marketing, which underscores the importance of i) Triggering influence and interpretation, ii) Promoting interpretation, and iii) Triggering engagement on an ethical level, to reach an indirect audience. The study demonstrates... (More)
This study explores entrepreneurial marketing (EM) and resource based view (RBV) in the context of indirect customer relationship creation in the children's products industry, specifically focusing on how firms navigate regulated markets. Through qualitative, in-depth interviews with business actors, the research has unearthed strategies companies employ to ethically and effectively engage an indirect audience, primarily through children's parents. The findings suggest a new dimension of EM: indirect relationship marketing, which underscores the importance of i) Triggering influence and interpretation, ii) Promoting interpretation, and iii) Triggering engagement on an ethical level, to reach an indirect audience. The study demonstrates that companies utilise offline and online strategies to foster meaningful and responsible interactions where parental trust is pivotal in reaching children. The research enriches the academic literature by broadening the understanding of EM in a regulated context. It provides practical insights for firms striving to engage customers ethically through indirect customer relationships. The study highlights the importance of developing deep and meaningful indirect customer relationships as a strategic asset, which differs from previous research that often emphasises direct customer interaction. By highlighting the role of ethical marketing in relationship building, this study departs from traditional interpretations of RBV and EM. (Less)
Please use this url to cite or link to this publication:
author
Fransson, Johanna LU and Karlsson, Wilma LU
supervisor
organization
alternative title
A qualitative study of companies' entrepreneurial marketing processes in the children's product industry.
course
ENTN19 20241
year
type
H1 - Master's Degree (One Year)
subject
keywords
Entrepreneurial marketing (EM), Resource-based view (RBV), Indirect customer relationships, Children's product industry, Ethical marketing, Parental influence, Regulated market, Digital and physical interaction.
language
English
id
9169400
date added to LUP
2024-08-20 08:58:50
date last changed
2024-08-20 08:58:50
@misc{9169400,
  abstract     = {{This study explores entrepreneurial marketing (EM) and resource based view (RBV) in the context of indirect customer relationship creation in the children's products industry, specifically focusing on how firms navigate regulated markets. Through qualitative, in-depth interviews with business actors, the research has unearthed strategies companies employ to ethically and effectively engage an indirect audience, primarily through children's parents. The findings suggest a new dimension of EM: indirect relationship marketing, which underscores the importance of i) Triggering influence and interpretation, ii) Promoting interpretation, and iii) Triggering engagement on an ethical level, to reach an indirect audience. The study demonstrates that companies utilise offline and online strategies to foster meaningful and responsible interactions where parental trust is pivotal in reaching children. The research enriches the academic literature by broadening the understanding of EM in a regulated context. It provides practical insights for firms striving to engage customers ethically through indirect customer relationships. The study highlights the importance of developing deep and meaningful indirect customer relationships as a strategic asset, which differs from previous research that often emphasises direct customer interaction. By highlighting the role of ethical marketing in relationship building, this study departs from traditional interpretations of RBV and EM.}},
  author       = {{Fransson, Johanna and Karlsson, Wilma}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Playing Smart: Navigating Entrepreneurial Marketing through an indirect audience}},
  year         = {{2014}},
}